La Boule d’Or Hotel 

• 11 Rooms 

• Closed down 2020 

• Reopened 2023 

• Clamecy, Bourgogne 

• 3.5 hours from Paris

  La Boule d'Or, was a historic hotel with a 12th century chapel located in the quaint French town of Clamecy (population 2,500 - 3.5 hours from Paris) but despite its unique heritage, the hotel struggled to survive in a changing tourism market and ultimately closed its doors in 2018.  With a larger, direct competitor in the small town catering to traditional hotel clientele, the La Boule d'Or’s reopening needed a bold solution to stand out and attract a new generation of travelers. 

  The Challenge: Adapting to the Evolving Traveler

  Historically Clamecy catered to a senior traveler. Along with limited restaurants, zero nightlife options, and a canal that served boaters traveling in the peak season, to find a new audience, and convince a younger demographic to come to the remote location, the value proposition had to radically change. The challenge is to be an attractive place to visit itself, not the town, not the region, but the hotel itself.

  The Solution: A Creative Metamorphosis

  La Boule d'Ors revitalization began with a bold vision: transforming the hotel into a haven for artists. This multifaceted approach combined strategic renovations, innovative marketing, and a focus on community-building, ultimately leading to the establishment of the transformative Artist Residency Program.

  Logistical Transformation

  To attract and accommodate artists across a wide range of disciplines, La Boule d'Or reimagined some spaces. Specific areas were transformed into dedicated studios, including painting studios, music recording spaces, performance areas, wood and metal work studios, and even rooms specifically tailored for writers seeking focus. Guest rooms underwent a redesign, catering to longer stays with amenities essential for both creativity and comfort. The addition of a communal kitchen with personal food storage became a hub of interaction, and the installation of high-speed fiber internet ensured connectivity for a digitally-engaged audience.

  
  Marketing Shift

  La Boule d'Or's marketing strategy underwent a dramatic shift. No longer simply a hotel, its new brand centered on fostering a vibrant community of artists. Exhibitions, concerts, and workshops were integral to this shift, positioning La Boule d'Or as a place where creativity flourished and guests could immerse themselves in the artistic process.

  
  On-Site Innovations

  To entice longer artist residencies, La Boule d'Or offered full-board stays with meals included at reduced rates. This created a sense of ease for the artists, fueling their creative flow. Moreover, the on-site staff, consisting of individuals with expertise in various artistic fields, offered support and guidance. Beyond the studios, La Boule d'Or actively fostered connection, organizing group activities and events that introduced visiting artists into the local community, sparking conversation and potential collaborations.

  The Impact: Numbers That Spoke Globally  

  La Boule d'Or's revitalization through artist residencies had a profound impact, with tangible results across marketing, occupancy, and revenue.

  
  

  Marketing Reach

  
  Social Media Explosion: La Boule d'Or achieved viral success on TikTok, garnering over 12 million views and showcasing the power of the residency program to engage a new audience.

  
  International Spotlight: The feature in INSIDER.com highlights the hotel's growing international brand recognition, extending its reach beyond its local region.

  
  Targeted Precision: The ability to precisely target specific demographics in paid advertising resulted in a staggering 30x ROI on every ad euro spent, demonstrating the efficiency of the new targeted marketing strategy and unique offering.

  
  Occupancy Boost

  
  Doubling Occupancy: The residency program resulted in a remarkable twofold increase in occupancy rates compared to previous months. 

  
  Off-Season Triumph: Traditionally slow months saw a threefold increase in occupancy compared to previous years, highlighting the program's ability to attract guests year-round.

  
  Embracing Longer Stays: Long stays (over 5 days) increased by a phenomenal 10x, demonstrating the appeal of the artist residencies to those seeking extended creative retreats.

  
  Revenue Growth

  
  Overall Spike: La Boule d'Or experienced a 60% increase in month-on-month revenue thanks to the new program model.

  
  Transforming the Off-Season: By turning November into the most profitable month of the year, the residencies proved their power to transform previously low-revenue periods into thriving ones.

  Conclusion: A Blueprint for Transformation

  La Boule d'Or's remarkable journey demonstrates the immense potential of including artists into the community and brand of a hotel to revitalize the business and create a thriving cultural destination. Through a commitment to innovation, community, and authentic experiences, the hotel successfully tapped into the evolving desires of travelers, proving that art, creativity, and a sense of belonging are essential ingredients for hospitality in the 21st century.

  La Boule d'Or's transformation serves as a compelling case study for other hotels seeking to adapt and thrive. Its success underscores the power of partnerships, targeted marketing, and a willingness to embrace change. As the tourism landscape continues to evolve, La Boule d'Or stands as a beacon, showcasing how a visionary approach can transform a hotel into a vibrant hub of creativity and connection.